Today, the prestigious publication Interior Design Magazine hosted the industry’s first Metaverse Architecture and Design Awards (MAD Awards), celebrating all that is design and architecture in a way that was “out of this world” - said Cindy Allen, Editor-in-Chief.

The Consulate of Italy in Detroit was enthusiastic to have been one of the honorees for our innovative LoveITDetroit metaverse, which has received significant recognition for its unique approach to architecture and design in the virtual world. The MAD Awards recognize outstanding achievement in the creation of virtual worlds, and the Consulate is honored to have been a finalist alongside some of the most creative and innovative designers and architects in the industry. 

Last September, Italy was the first nation in the world to create an institutional space in the Metaverse. The Consulate of Italy in Detroit, thanks to Consul Allegra Baistrocchi, brought to life the LoveITDetroit project as part of Detroit Month of Design. The project showcased the best Italian brands, in the sectors that represent Italian creativity the most: fashion, food, furniture, automotive, interior design, and all the sectors that have innovation at their core. 

The physical space, curated by Archistar Roberto Palomba of Palomba Serafini Associati PS+A, was replicated in the Metaverse by the Italian company Wedoo, in collaboration with Amazon Web Services. This digital space – which was honored today - allowed visitors to live a personal experience with their own avatar to explore the exhibit, interact with the brands, and discover the themes of Italian excellence. A truly unique project that brought Italy, from Detroit, to the international stage of innovation. 

“With the LoveItDetroit Metaspace, the excellence of Italian design goes beyond the last frontier of technological innovation”, said the Ambassador of Italy to the United States Mariangela Zappia, highlighting how this project magnifies Italy’s incredible ability to combine tradition and innovation, characterizing our Country as an “eternal innovator”. 

According to Consul Baistrocchi, this digital initiative started with a specific goal: “To showcase our highly innovative and technological Country, whilst guaranteeing inclusivity and accessibility without barriers, and thus offering an immersive experience to an infinite number of potential visitors. The Consulate of Italy in Detroit is committed to exploring new and innovative ways to promote cultural exchange and collaboration between Italy and the United States. LoveITDetroit is just one of many initiatives we have undertaken to bring the beauty and richness of Italian culture to a wider audience.” 

The nomination at the MAD Awards – for the Manufacturer Branded Environments – was in conjunction with Haworth, a Michigan-based world-renowned group that owns some of the most prestigious Italian brands that were exhibited, such as Poltrona Frau, Capellini, and Cassina. CEO of Haworth, Franco Bianchi, whom was knighted last year by Consul Baistrocchi with an Order of the Star of Merit, one of the highest honors that the President of the Republic of Italy, Sergio Mattarella, can bestow, commented: “Our partnership with the Consulate demonstrates our commitment towards Design and Innovation and the support of Italian design initiatives”. 

We would like to extend our thanks to Interior Design Magazine, Editor in Chief Allen and the judges for recognizing our initiative, as well as to Haworth, Wedoo and Roberto Palomba for this incredible collaboration. We look forward to the next edition of the MAD Awards in 2024 and hope to be once again included with our next version of the LoveITDetroit metaspace launching in its third iteration this coming September.